Ready for another trade show focused post? I bet you are! And if you aren't? Well, I'm going to talk about it anyways.

If you've been reading our blog for a while or have worked with Sonic Promos before, you'll know that we really emphasize practical and meaningful promotional materials. Why?

One of the primary advantages of promotional products over other forms of advertising media is that they have a relatively low cost per impression (CPI). The longer a person holds onto your product, the greater their exposure to your brand. According to the Advertising Specialty Institute (ASI), the average CPI of an advertising specialty item is $0.004 (source).

So, to get the biggest return on your investment, you want your promotional piece A) to be used for a long time and/or B) to be used often. Hence why practical and meaningful choices are so important.

When it comes to trade show/conference materials, one of our favorite concepts is the custom kit. Custom kits are practical, meaningful, and easily adaptable to a variety of events/occasions. We've done hangover kits, back office pain kits, first aid kits, outdoor kits, safe sex kits... you name it!

In last week's project round up, I gave you a sneak peek of PCMA's survival kits for a conference in Las Vegas next month. At this point, production on each component is complete and we're wrapping up fulfillment.

We've gone from this...

To this.

Nice, right?

When you're confined to a convention center or conference hall for multiple hours per day, basic toiletries and snack foods become prized items. Nothing is more obnoxious than a grumbling stomach, bad breath or a mild headache when you're trying to absorb material and network with colleagues and peers. 

Not everyone has the foresight or pocket space to pack these essentials, so do your guests a favor and consider providing the goods yourself. 

They'll appreciate the practical and meaningful gesture.

Want to learn more about our fulfillment services for your own project? Contact us at info@sonicpromos.com. 

In Austin, March has one focus. And I'm not talking about the Zilker Park Kite Festival.

The city comes alive thanks to a little event called SXSW. 

South by Southwest is a company that plans and executes trade shows, conferences and other events. Their current lineup of events includes SXSW Music, SXSW Interactive, SXSW Film, SXSWedu and SXSWeco. All except SXSWeco occur in the spring. 

The very first festival, held in 1987, focused on music at a time when Austin musicians were still relatively isolated from the rest of the world. For years, the eclectic music scene in Austin had stirred interest in businesses on both coasts, and SXSW gave them an excuse to visit.

The festival was an immediate success and as time passed, it gathered more and more attention. SXSW now has offices in Ireland, Germany, Australia and Japan who help bring international talent to Austin. In 1994, the company added a film and interactive component in response to growing industries in tech, film and web. Combined, SXSW Music, Film and Interactive now pull in more than 48,000 registrants each March.

At an event this big, how can you possibly hope to stand out? It takes a little creativity and a lot of planning. 

In late January, Jamie began working with the Pappas Group to develop promotional materials for client .CO's 2012 SXSW presence. Using .CO as an example, let's discuss some important elements of trade show strategy.

1. Have a plan and clearly state your objectives. Participating in a trade show can be a substantial investment of time, money and labor. That's why it's so important to establish a plan and identify clear metrics of success. How else will you know if it's a worthwhile investment, year after year?

By the end of January, Pappas and .CO had a detailed plan with three clear objectives. 1) Develop a .CO branded experience that extends the idea of engaging starters and .CO owners to build understanding of and loyalty to the .CO brand. 2) Communicate what .CO is and who the .CO brand is. 3) Connect with the SWSWi audience, an audience that is packed with starters.

2. Know your audience. For those of you who read Reddit, I'll summarize this point with one sentence: Don't be a Woody Harrelson. You know what I mean. 

Learn as much as you can about the kind of people who will be attending the show. What are their interests? Their needs? How do they receive and digest information, and how can you grab their attention?

At SXSW 2012, .CO will focus on interacting with startups and influencers. These individuals are "thirsty for knowledge, creative, intelligent, engaged and open to learning about new ideas and innovations. They want to be in on or at least know the next big thing."

3. Start interacting with your audience before the show even begins. Pre-show outreach is a critical step that many marketing professionals overlook when planning their trade show strategy. Trade shows are not necessarily a good environment for first impressions, especially ones that only last a day or two. Surrounded by noise and chatter, it can be difficult for you to make a lasting connection with your prospects.

Exhibitors can generally request a mailing list of registered attendees to help them prepare. Identify a few contacts with whom you really want to connect, and treat them like your VIPs. Invite them to join you for a meal, send them a prep kit or provide an incentive for visiting your booth. 

Pre-show marketing was a big part of .CO's SXSW strategy. Knowing that many of their startups will be traveling to Austin by bus, .CO sent custom whiteboards, stencils and notebooks to various departure points for attendees to enjoy on the ride and all week long.

.CO has also been connecting with their community via social media for weeks now. Using the hashtag #startuplife, they've created a buzz around their presence at SXSW.

4. Make it meaningful. When selecting promotional materials for a trade show, focus on items that are practical and meaningful for your target audience. 

Each and every promotional piece that .CO developed for SXSW serves a purpose and reinforces their overall strategy. In addition to the whiteboards, stencils and notebooks, .CO created stadium cups for their evening cocktail event, branded bandannas to be used as photo booth props, and chopsticks for a noodle bowl lunch (an upscale twist on the startup staple of Ramen noodles).

5. Think ahead and anticipate needs. Upon hearing that a few rain showers and thunderstorms are expected to hit Austin mid-week, .CO ordered a couple hundred bright orange umbrellas. If the sky opens up, .CO employees will stay warm and dry, while simultaneously drawing a ton of attention to their colorful brand. Austinites love orange.

If you'll be in Austin next week, for work or play, be sure to check out this SXsurvival guide from local ad agency GSD&M. You'll find helpful tips for everything from food to venues to parties. 

We aren't the only ones with trade shows on the brain! Last week, Chris Brogan, president of Human Business Works and author of  chrisbrogan.com, posted some great tips about following up with new contacts gathered at trade shows. His suggestions regarding social media platforms are especially relevant to modern marketing.

We've summarized his advice below, and you can find the full article here.


source: freedigitalphotos.net

Sort your cards. You likely gathered dozens or hundreds of business cards at the show, but to be honest several of them will not be worth much to you. Before you begin your follow-up, take the time to divide and organize your cards. Brogan suggests three categories:
1. Business
2. Colleagues
3. Trash

Toss Group #3 in the waste bin right away. As for Group #2, decide who you really want to stay connected with and send them a LinkedIn request, follow them on Twitter, add their blog to your RSS reader and write up a quick "nice to meet you" email. Then throw the card away.

Finally, sort through your Group #1 pile and follow the same steps as you did for Group #2, but don't throw away the card just yet. Enter their contact information into your client management system and when you reach out via email include a thoughtful note that reminds them of something you discussed specifically. Avoid pushing your product and offer to be helpful instead.

Make a temporary Twitter list. If you regularly use Twitter, create a list for your new contacts and keep warm on their tweets for a while. Take note of whom they talk to, and of what about. This will allow you to spot any further ways to connect or be helpful, and you might even make some additional connections.

Do not add them to your email newsletter. Just because someone gave you their business card, do NOT assume they're interested in receiving your mass emails. A more polite way to go about this is sending a short email specifically inviting them to join your newsletter list.

Post your media fast. If you took photos or shot video at the show, get it online quickly, tag those involved and let them know it has been posted.

Make connections. Finally, make some introductions between any new colleagues you met and some of your existing friends and contacts. Providing good referrals and helping others make valuable connections reflects well on you.

This is Part 3 of a 3-part series. Catching up?

Part 1: Pre-Show Marketing and Mailings
Part 2: Presentation Tips

Now that the craziness of event day has passed, it's time to turn your attention to follow-up. If you diligently collected contact information during the show, you should have a lengthy list of qualified prospects. Here's what you need to know about post-show marketing:

Timeliness is key. Follow up within two weeks of the show. Give your contact a few days to digest what they've seen and tackle the in-box waiting for them at the office. Then, get in touch while your name and proposition are still top of mind.


source: freedigitalphotos.net

Consider a mailer. Just as we suggested for pre-show marketing, a creative and eye-catching mailer is a great way to set your name apart and make a lasting impression. Use the same coloring, theme and message as your pre-show mailer and booth decoration to help trigger the recipient's memory.

Include a photo of yourself. Speaking of memory, names are easy to forget, and your prospect likely heard dozens of them at the trade show. Even if you made a memorable first impression, help your prospect make the mental connection by including a photo in your follow-up.

We hoped you learned a few valuable tips in our Trade Show 101 series. For a good reminder of all that we've discussed, please feel free to print off and use our helpful Trade Show Checklist:



Wishing you a happy expo season! 

This is Part 2 of a 3-part series. Catching up?

Part 1: Pre-Show Marketing and Mailings

Trade shows can be nerve-racking to say the least. They represent an investment of several hundred dollars and hours- all for the ability to make a flawless first impression in front of dozens of your best prospects. Here's how you can make sure your presentation is top-notch on the day of the show.

Exceed your prospects' expectations. If you contacted your prospects before the show as we recommended in Part 1, you should make sure that your booth is consistent with the message from your pre-show mailer. Any offers, enticements or prizes that you alluded to should be delivered on.  

Get your staff on the same page. Nothing is more embarrassing than looking unprepared. Make sure your salespeople are trained to answer questions and represent your business professionally. Address details such as dress, shifts and talking points well beforehand.



Draw attention. Trade shows are notoriously busy, noisy and over-stimulating. Stand out from the crowd with eye-catching, colorful displays and banners. Promotional items and show drawings are also great traffic builders.


source: www.flickr.com

Consider a show drawing. Holding a drawing or raffle at your trade show booth is both a great way to attract visitors and a way to track booth traffic. By requiring prospects to submit their contact information as entry to your raffle, you ensure a steady collection of email addresses and telephone numbers. Follow up on these leads after the show.

We will revisit follow-up and post-show marketing in the third and final part of our Trade Show 101 series. Come back Monday!